Motivation for consumer behavior-brief

2.  Motivation is the process
that initiates, guides, and
maintains goal-oriented
behaviors.
 It is what causes you to
act, whether it is getting
a glass of water to reduce
thirst or reading a book
to gain knowledge.
Motivation

3. Types of motives
I. Personal
Motives
 Role playing
 Diversion
 Learning about
new trends
 Sensory
simulations
Role Playing- It is something
individual learns by virtue of role
he/she is performing.
Ex. Mother buying articles for a baby
Diversion- This is activity to kill
boredom or escape from routine
events.
Ex. Shopping
Learning from new trends- Activities
that individual do to keep them
updated of new trends.
Ex- shopping at shoppers stop
Sensory Simulations- Activities that
are a source of sensory gratification to
the consumers.
Ex. Watching movies.

4. Types of motives
I. Social
Motives
 Social
Experience
 Status and
authority
 Pleasure of
bargaining
Social Experience- Shopping gives the
individual opportunity of making new
friends or meeting old friends, sharing
experiences etc.
Status and authority- Motive of
prestige and authority.
Ex. Shopping at a premium retail outlet
will give individual a very gratifying
experience
Pleasure of bargaining- shopping
gives them the excitement of buying a
product through negotiation and
bargaining.

5. Process of motivation

6. Process of
motivation
I. Unfulfilled
needs
II. Tension
III. Drive
IV. Learning/
Cognitive
process
We depict certain needs
that are unfulfilled
For example, We
haven’t eaten anything
or drank anything for a
few hours so there
would be need of food
or water

7. Process of
motivation
I. Unfulfilled
needs
II. Tension
III. Drive
IV. Learning/
Cognitive
process
Tension arises due to
the unfulfilled need.
For example, We
haven’t eaten anything
or drank anything for
more hours now so we
would be tensed out of
hunger or thirst that
need should be fulfilled
fast.

8. Process of
motivation
I. Unfulfilled
needs
II. Tension
III. Drive
IV. Learning/
Cognitive
process
Tension leads to drive
to take action towards
fulfilment of needs
For example, Here the
drive of hunger would
be driven to search for
the options available to
fulfil the need of food
i.e. Search of
restaurants.

9. Process of
motivation
I. Unfulfilled
needs
II. Tension
III. Drive
IV. Learning/
Cognitive
process
This is the process of
thinking process that is
the rational thinking
process
For example,
We would see that
which restaurant and
food type we should
choose , which would
fall in our budget and
satisfy the hunger as
well

10. Process of
Motivation
V. Behaviour
VI. Fulfilment of
goal or need
VII. Tension
Reduction
This is the action stage
where we finally take
the action.
For example,
We would go to the
restaurant and have
food.

11. Process of
Motivation
V. Behaviour
VI. Fulfilment of
goal or need
VII. Tension
Reduction
Here the individual is a
satisfied being as the
need is fulfilled.
For example,
After having food our
hunger is gone and we
are satisfied.

12. Process of
Motivation
V. Behaviour
VI. Fulfilment of
goal or need
VII. Tension
Reduction
Here the tension that
has arisen in the second
phase is reduced
For example, the
tension of being hungry
no longer persists.

13. Need
Of
Motivation

14. Types
Of
Needs
1
• SOCIAL NEEDS
• Example – desire to be in high regards
2
• NON-SOCIAL NEEDS
• Example-rest, innovation, individuality
3
• FUNCTIONAL NEEDS
• Example- cars with various functional benefits
4
• SYMBOLIC NEEDS
• Example- inclination towards branded items
5
• HEDONIC NEEDS
• Example- sensory needs like perfume